INDIE WEEK 2011SPONSORSHIPOPPORTUNITY

The Music Industry

Renewed Partnership

In 2010, Jack Daniel’s participated in the celebration of the spirit of independent music that takes place annually at clubs across Toronto featuring over 600 artists, performing in16 venues, over 5 days…“Indie Week”. 2011 presents an opportunity to further integrate Jack Daniel’s brand activation and the JD experience into the various events throughout Indie Week As Indie Week continues to evolve, we continue to work with our partners to better serve their business objectives and provide added value for our audience. We look forward to Jack Daniel’s being a part of Indie Week 2011.

The Music Industry

Brand Activation

JD’s on-site brand activation last year was highly visible at the licensees for attendees at the events Event signage, merchandise and experiential activities generated brand awareness with the event to a highly targeted audience Given a longer lead time this year, we are in a good position to plan ahead to optimize JD marketing initiatives with Indie Week promotional campaigns at licensees, LCBO, media, social, interactive and experiential to escalate brand involvement and create an immersive brand experience The following recaps some of the on-site exploitation last year and provides a base on which to build a new fully integrated plan for this years’ Indie Week festival

Demographics + Stats• 4,000+ Attendees• 658 Performers• 163 Acts• 12,000+ Website Hits in

the month of October• 19,956 online friends

through Facebook, Twitter, Myspace

• 163,000+ Online reach through bands, fans, friends

• 109 Music Industry Judges

• 21 – 45 age demographic• 79 Media Attendees• 50+ Volunteers• 40 Shows 5 Days• 16 Venues• 9 Countries Represented

Jack Daniel’s presenting sponsor INDIE WEEK 2010

Brand Activation @ INDIE WEEK 2010• Indie Week Performer /

VIP / Media Passes• Venue Banners• Indie Week Sponsor

Banners• Program Cover Ad• Media Wall• Festival Feature Drink

16 venues

• Indie Week Finals VIP sponsors

• Indie Week Wristbands• VIP Bags• Tent Cards

Marketing Samples

Street / Venue Posters / Flyers

NOW MAGAZINEFull Page Ad

Program Ad – Full PageTent Cards

VIP / Performer / Media Passes

Indie Week Online

Facebook – Live uploads during event Blogs (MuchMusic.com) / Music Sites

IndieWeek.com – 12,800+ visitors in 1 month.

Twitter#1 on Google

Participating Countries• Canada• Greece• US• Australia• Poland• Ireland• Sweden• Switzerland• Japan

Media Outlets• Breakfast TV• Canada AM• Much Music• CHOQ FM• CIUT Radio• XM Radio• NOW Magazine• ExploreMusic.com – Alan Cross• Canadian Musician Magazine • IndieCan Podcast / XM Radio• Humber College• Ryerson Press• Travis Magazine• ChartAttack.com• MusicVice.com• TorontoMusicScene.com• BlogTO.com

• IndieCan Podcast / XM Radio• Humber College• Ryerson Press• MusicVice.com• TorontoMusicScene.com• BlogTO.com• CanadianMusicScene.com• Top-40charts.com• Mi2n.com• RocknRollReport.com• IndieMachine.com• LiveinLimbo.com• AudioLust.com• LiveMusicToronto.com

Press Links• These Electric Lives Win Indie Week 2010 on mi2n

http://mi2n.com/press.php3?press_nb=135322• These Electric Lives on top40-charts.com

http://top40-charts.com/news/Charts-Awards/Indie-Week-Canada-2010-Winners-These-Electric-Lives/60440.html

• INDIE WEEK 2010 on Much Musichttp://blog.muchmusic.com/indie-week-toronto-in-review/

• Static in The Stars @ Indie Week on Much Musichttp://blog.muchmusic.com/static-in-the-stars-play-indie-week-toronto/?pid=2175#ngganchor

• Jay Millette (Darlings of Chelsea – Indie Week Winners 2009) on Music Vicehttp://www.musicvice.com/interviews/podcast-jay-millette-221010

• Music Vice Reviews Indie Week 2010 Wed Oct 13http://www.musicvice.com/reviews/live/indie-week-2010-wednesday-review-151010

• Music Vice Reviews Indie Week 2010 Thurs Oct 14http://www.musicvice.com/reviews/live/indie-week-2010-thursday-review-171010

• Music Vice Reviews Indie Week 2010 Fri Oct 15http://www.musicvice.com/reviews/live/indie-week-2010-friday-review-181010

• Music Vice Reviews Indie Week 2010 Fri Oct 15 – Part 2http://www.musicvice.com/reviews/live/indie-week-2010-friday-night-part-2-190810

• Music Vice Photos Indie Week Sat Oct 16http://www.musicvice.com/reviews/live/indie-week-2010-saturday-221010

• Music Vice Review Indie Week 2010 FINALS Sun Oct 17http://www.musicvice.com/reviews/live/indie-week-2010-finals-photos-review-180810

• Explore Music with Alan CrossIndie Week in Toronto: An Update – http://exploremusic.com/press-release/indie-week-in-toronto-an-update/http://ondemand.exploremusic.com/publicms/index/view/

• http://exploremusic.com/press-release/indie-week-in-toronto-150-bands-for-15/• Mikey Riot Photography

http://www.mikeyriotphotography.com/• Indie Solo

http://indiesolo.com/forums/forum_posts.asp?TID=218&PN=1• The Rock and Roll Report

Oh Indie Week, How I Love your Music and Wrestling – http://rockandrollreport.com/oh-indie-week-how-i-love-your-music-and-wrestling/

• Toronto’s Indie Week 2010 Delivers Ups and Downs – http://rockandrollreport.com/torontos-indie-week-2010-delivers-ups-and-downs/

• Making All-Important Festival Choices Easier: A Look Ahead – http://rockandrollreport.com/making-all-important-festival-choices-easier-a-look-ahead-at-indie-week-2010-october-13-17/

• The Indie MachineThese Electric Lives – http://www.theindiemachine.com/2010/11/02/these-electric-lives-wired-episode-31-indie-week/

• L.Stadt – http://www.theindiemachine.com/2010/10/31/l-stadt-wired-episode-30-indie-week/• Dinosaur Dinosaur –

http://www.theindiemachine.com/2010/10/28/dinosaur-dinosaur-wired-episode-29-indie-music-week/

• Live in Limbo – Indie Week 2010Part 1 – http://www.liveinlimbo.com/index.php?option=com_content&view=article&id=425:indie-week-2010-part-one&catid=50:music&Itemid=59

• Part 2 – The Finals – http://www.liveinlimbo.com/index.php?option=com_content&view=article&id=426%3Aindie-week-2010-part-two-the-finals&catid=50%3Amusic&Itemid=59

• Run With The Kittens in The Canadian Music Scenehttp://www.thecanadianmusicscene.com/runwiththekittens_14oct2010.html

• GSM Beats covers Indie Week 2010http://www.gsmbeats.com/reviews/reviews-indieweek-2010-131010.html

• Gwen Bryson’s Photoblog – love the pic of all of the photographershttp://www.gbphotoblog.com/2010/10/indie-week-launch-at-hideout.html

• CHARTattack gives a shout out to These Electric Liveshttp://www.chartattack.com/news/2010/oct/21/i-read-the-news-today-for-oct-21-2010

• Steve Denyer (Indie Week Judge) Starting Industry Showcases on InsideHalton.comhttp://www.insidehalton.com/opinion/columns/article/891819–wading-in-to-burlington-s-talent-pool

• Alt Sounds.comhttp://hangout.altsounds.com/news/122151-indie-week-s-biggest-year-yet-and-unbelievably-affordable.html

• Audio Lust - And The Winner Is…http://www.audiolust.ca/post/1341753196

• Audio Lust – Indie Week 2010 Launch at The Hideoutpart 1 – http://www.audiolust.ca/post/1314035994part 2 – http://www.audiolust.ca/post/1314061119part 3 at The Bovine – http://www.audiolust.ca/post/1314079961part 4 – http://www.audiolust.ca/post/1314104497

• Audio Lust – Indie Week: Night 1part 1 – http://www.audiolust.ca/post/1319712389part 2 – http://www.audiolust.ca/post/1319720644

• Audio Lust – Indie Week Continues… Night 2part 1 – http://www.audiolust.ca/post/1327807342part 2 – http://www.audiolust.ca/post/1327817478

• Audio Lust - Indie Week: Night 3At the Bovine – http://www.audiolust.ca/post/1338068774Japan Showcase – http://www.audiolust.ca/post/1338045866

• Choq-FM 105.1 – Indie Week de Torontohttp://choqfm.ca/reportages/?type=3#355

• Live Music Toronto – Indie Week 2010 Rounduphttp://www.livemusicto.com/1/post/2010/10/indie-week-2010-roundup.html

• Venus Zinehttp://www.venuszine.com/articles/music/7868/Neither_married_nor_from_Berlin_the_Berlin_Brides_honeymoon_with_receptive_North_American_audiences

• Travis Magazinehttp://travismagazine.wordpress.com/2010/10/19/indie-week-festival-day-1/

• Freeze Frame• http://ferdinando-armeni.blogspot.com/2010/10/indie-week-friday-night-at-velvet.html

What People are Saying“As an unsigned band we hoped that Indie Week would help get us more exposure and it delivered that in spades!” – These Electric Lives

“This was by far the most memorable and most fun Toronto music fest I’ve been to in a while.” – The Rock and Roll Report

“We highly recommend this festival and it’s only going to keep getting bigger and better.” – Static in the Stars

“I fully plan on going back to this event next year to experience what REAL new music has to offer, thanks to all of you who planned this event. ” – ferdinando-armeni.blogspot.com

“For a music junkie like myself, something like Indie Week doesn’t come along very often – and when it does, I inherit total kid-in-a-candy-store syndrome.” – Much Music Blog

“Sponsors Jack Daniel's and Pabst Blue Ribbon also added fun to the festival, along with scores of media and industry hobnobbing with artists and fans.” – SNAP (www.snapdowntowntoronto.com)

“Although the scope of artists is vast, and the oodles of brew (oops we mean Jack) is a nice addition, one of the main attractions for bands continues to be the battle..” – www.livemusicto.com

“HUGE exposure for our band. Dramatic increase in website hits.” – The Adult Film Industry

Event Outcomes• 2010 was the festival’s biggest year to date• Attendance grew by 100%• Higher profile music industry participants : EMI publishing, Universal publishing, Sony A&R,

Universal A&R, Death Row Records, Last Gang Records, etc….in total over 120 participants • Multiple venues at capacity crowds• Jack Daniel’s brand associated with a cool indie festival increasing awareness of the brand

amongst indie music hipsters and trend setters• Record bar sales nights for some venues (Underground Garage $12,000 on Sat Oct 16)• 757 paying attendees not including registration and wristbands, passed through the Hideout

(capacity 250) in 4 days• Recognized by City Hall as an event of municipal significance• Multiple venues with 4a.m. late liquor license• Introduced more “events within an event” : Australian Showcase, Japan Showcase, East Coast

Showcase making for higher profile and additional exclusive promotion opportunities• Established new media, industry and sponsorship connections for 2011

Indie Week 2010 Top ActThese Electric Lives

INDIE WEEK is different from other festivals by having industry judges at artist showcases. As a result 1 band is selected as top act and INDIE WEEK brings them to Ireland to headline INDIE WEEK IRELAND. This is a huge opportunity for a band to be exposed to international markets as well as having increased exposure through media.

For acts that are not selected – this also gives an opportunity to perform in front of industry and possibly build career-changing relationships as their judges may be an A & R rep from a record label, a Juno-award winning producer, and a top-40 songwriter..

Goals for 2011• Increased media exposure • Integrated marketing, promotional and

advertising campaign • Increase attendance by 25%• National marketing outreach• Partner with additional International music

festivals• Increase star status with a headlining act• Add more music industry specific events• Pre-festival events

Next Steps for 2011• Renewed partnership – Jack Daniel’s Title

Sponsor of Indie Week 2011• Brand Marketing & Advertising Planning • Licensee / Venue Planning• Media Planning • Activation Plan• Event